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B2B Marketers: Stop Solely Targeting the C-Suite

IT’S 2017, AND EVERY CMO IS PROMISING THEIR CEO MOUNTAINS OF GLENGARRY LEADS FOR THEIR SALES ORGANIZATION TO CLOSE. We’re not talking about normal, old Glengarry leads, we’re talking crème de la crème leads … the elusive C-suite leads that every marketer this side of Mars is longing for. Sound about right? Anything wrong with this picture? I see you nodding your head yes (well done). Everything is wrong with this picture. The complexity of the b-to-b sale and its continued fragmentation has been documented ad nauseam…

Why the Loss of LinkedIn SlideShare Lead Generation is a Good Thing

So LinkedIn decided to shut down the SlideShare Lead Generation product. Are you walking around aimlessly wondering what to do with your content and how you will produce leads this month? So many questions without answers. Snap out of it, this is great news! The sunset of LinkedIn SlideShare may actually prove to be a win, as this product may have been underperforming on your goals (whether you realized it or not). Yes, you had an easy to use a self-service performance-based product, all good — BUT where was the quality…

Is AI All It’s Cracked up to Be, or Does Email Already Have the Answer?

Artificial intelligence (AI) is generating a huge buzz right now, with promises to do things like answering our emails for us and handling customer service. In fact, a Weber Shandwick survey of CMOs found that they expect AI to transform marketing and communications even more than social media has. And, as consumers, we fully expect artificial intelligence to someday remind us to pick up milk on the way home. AI does have a lot to offer – someday. At present, it’s an intriguing technology that’s being used to inform…

How Wingify Built its Second MarTech Product after VWO

When I started up Wingify back in 2010, I knew I had hit upon a problem that needed to be solved and was just waiting for someone to come and do so. Visual Website Optimizer, now known widely as just VWO, our first product, wanted to help marketers build better websites by A/B testing various elements - headings, colors, positioning, buttons, etc. The first version of VWO was very simple - it was just A/B Testing (and it did it well enough for us to be among market leaders). Today, it is a complete conversion optimization…